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SBD Global/July 10, 2014/Marketing and Sponsorship

Brands Make Most Of Germany's 7-1 World Cup Semifinal Win Over Host Brazil

Tesco, Paddy Power and adidas "are among the brands to have made the most of Germany's 7-1 thrashing of the hosts, Brazil," in the first World Cup semifinal on Tuesday night, according to Maisie McCabe of CAMPAIGN LIVE. On Twitter, Tesco "made a joke referencing the way pool players sometimes place a piece of paper under a pool table if the surface is wobbly." Tesco also "made a German-related pun on the word 'worst' and a type of German sausage." Sony, meanwhile, "recreated the game with Subbuteo figures in a Vine that has been retweeted more than 300 times since being posted" at 12:44am Wednesday morning. Paddy Power, which is "no stranger to making jokes central to its marketing, posted a picture of Brazil’s injured star striker Neymar holding a can of 7-Up, in reference to Germany’s seven goals." Adidas, which is the kit sponsor for Germany, "was magnanimous in victory by tweeting that 'only the best teams make it to the semi-finals of the World Cup.'" Brazil’s kit sponsor Nike "has not tweeted about the result since the game ended" (CAMPAIGN LIVE, 7/9).
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